Apple plummeted by 20 percent, and Huawei grew by 81 percent! Foreign media had to admit that the trend of consumption had changed.
Recently, a number of market research institutions have counted Apple's situation in the first quarter, such as IDC found that global shipments of iPhone fell by 9.6% in the first quarter, and BCI found that the top three domestic mobile phone activation rankings in the first quarter were VIVO, Honor and Huawei, of which Huawei soared by 81%, while Apple only ranked fourth, down 20%.
As soon as I saw the news in the morning, I exchanged this topic with friends in the industry, and he summarized the two reasons, which I think are more comprehensive and objective.
The first is that Apple itself has a problem, in recent years, the iPhone itself has lacked innovation, from 11 to 15 is almost carved out of a mold, although the performance parameters continue to improve, but the feelings of ordinary users are not obvious. And some functions such as battery life, signal and pixels, Apple is not as good as domestic ones.
What's more, Apple uses too few mainland parts. Japan dismantled the iPhone 15, with the result that South Korea accounted for 29%, Japan 10%, the United States 33%, and mainland China only 2.5% of low-value-added parts. At present, Apple is investing more and more in Vietnam and India, and a few days ago foreign media also reported that 14% of iPhones are made in India, which is difficult for Chinese consumers to accept.
The second is that the concept of Chinese consumers has undergone earth-shaking changes. Just like seeing that Chinese consumers do not buy luxury goods before, foreign media think that this is saving money, but they don't know that saving money is only one aspect, and more importantly, everyone is "disenchanting" these imported brands, and no longer blindly worship LV Gucci, Apple and Adinike and so on.
I believe everyone also has a clear perception that now there are fewer people who drive imported cars of joint ventures, fewer people use iPhones, and young people are not as persistent about Adineke as they used to be. Everyone suddenly found that the quality and design of domestic products such as Anta Xtep and Pullback were not bad.
Including Tmall, JD.com, Vipshop and other e-commerce platforms, the best-selling mobile phones, clothing, and home appliances are often domestic. For example, in the recent spring, young people like outdoor sports. According to Vipshop data, the sales of running shoes and sports sweatshirts on the platform have increased by 54% and 62% recently, most of which are contributed by domestic brands, and the proportion of consumption by young people born in the 90s has increased significantly.
In short, this is the reality that imported brands have to accept. Some people think that this is a very typical reshoring of consumption, and young people are more willing to support domestic production in fields such as mobile phones, automobiles, home appliances and clothing. In fact, if you want me to say, this is also a return of self-confidence, Chinese young people are becoming more and more rational and confident!
